S 网络公司(以下简称 S 公司)是一家互联网服务公司,长期致力于为企业客户
提供网络推广,及网络营销整合服务。因为 S 公司所处的网络营销推广服务业仍在发
展的初期,S 公司不可避免会地遇到了同类企业所面临的问题,因此 S 公司需要制定
独特的发展战略来走出目前的窘境。本论文经过大量搜集网络推广营销服务行业和相
关互联网企业的资料,参考诸多文献,根据战略管理理论的指导,结合 S 公司目前经
营与管理的状态,以 SWOT 分析方法为分析工具,通过对 S 公司内、外部环境的分
析,发掘出公司拥有的竞争优势与劣势、面临的竞争机会与威胁,有针对性地制定出
符合 S 公司将来发展要求的战略
经过本论文的研究发现,S 公司能够通过做好以下工作,针对不同的目标客户群,
紧扣以客户为导向、突出客户个性化,提供差异化的服务,并将以上营销策略在实际
工作中发挥作用。通过产品及服务差异化给公司提升品牌影响力,提高产品竞争力,
营造口碑宣传
本论文的研究,不仅给 S 公司将来的发展提供了方向,同时也为其余中小型企业,
在制定发展战略和设计战略保障措施布局时,提供了参考信息,具有实践意义
关键词:网络营销;SWOT;差异化战略
作 者:羊洪云
指导老师:韩坚II
A Research on Differentiation Strategy of S Company
Abstract
In recent years, the rapid development of Internet China, has penetrated into every
corner of life, Chinese Internet service industry also presents a spurt of development,
Internet service enterprises grow quickly, and the market is highly competitive. In this
environment, how to make rational use of resources, with its own advantages, seize the
opportunity for development, the development of practical and effective enterprise
development strategy is crucial.
S company is an Internet service company, is committed to providing customers with
professional online advertising promotion and integrated marketing services. Because the S
company is in the early stages of the development of the network marketing services, S
company will inevitably encounter similar problems faced by similar enterprises, so S
company needs specific strategic planning guidance. This paper through the relevant data
collection of a large number of on-line marketing services, Internet companies, a large
number of literature references, according to the theory of strategic management and
competitive advantage and the guidance of the theory, combined with the present situation
of S company&39;s operation and management, based on SWOT analysis method. S company&39;s
internal and external environment for the analysis, found the company&39;s competitive
opportunities and threats, see the strengths and weaknesses of the company, to develop
with the requirements of the future development strategy of S company.
This paper found that S company can do the following work, for different target
customers, according to customer oriented, outstanding customer personalized, provide
different services and products, the difference of the staff of the marketing strategy, and the
marketing strategy in the actual work to play a role. Through product and service
differentiation to enhance the company&39;s brand influence, improve product competitiveness,
create word of mouth publicity.
The research of this paper not only pointed out the direction for the futureIII
development of S company, but also for other companies design development strategic
planning to provide a useful reference with practical significance.
Key words: On-line Marketing; SWOT; Differentiation Strategy
Written by: Hongyun Yang
Supervised by: Jian Han
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目 录
第一章 绪 论 .......1
第一节 研究背景及意义 ..1
第二节 研究目的与方法 ..2
一、研究目的.....2
二、研究方法.....2
第三节 研究思路与框架 ..3
第二章 相关理论及文献综述 .......5
第一节 网络公司的定义 ..5
第二节 差异化战略理论 ..5
第三节 SWOT 分析理论..8
第四节 相关文献综述 ......9
第三章 S 公司发展现状及问题分析......13
第一节 S 公司发展现状.13
一、S 公司简介...........13
二、目前发展状况.......13
三、公司盈利模式.......14
第二节 主要问题阐述 ....17
第四章 S 公司内外部环境分析..19
第一节 网络营销行业现状及趋势 ........19
一、经济发展和产业结构调整对网络营销行业的影响.......19
二、网络营销行业现状...........20
三、主要竞争对手.......21
第二节 S 公司 SWOT 分析........22
一、优势(Strength).22
二、劣势(Weakness)...........23
三、机会(Opportunity).......24
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四、威胁(Threat)....25
第五章 S 公司差异化战略建议及保障措施......26
第一节 S 公司差异化战略建议.26
一、移动终端产品差异化.......26
二、客户定制服务差异化.......27
三、与非网品牌差异化...........29
四、直销渠道差异化...30
第二节 S 公司实施差异化战略的保障措施.....
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